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CLARA MOSCHINI

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Macfrut warms up the engines

International presentations continue, next stops in Colombia, Chile and Peru

Piraccini: "There is a great desire to restart, and Macfrut is a great opportunity for the entire Italian fruit and vegetable supply chain to team up and restore momentum to the sector"

“We are the first exhibition in attendance after a year and a half of stoppage. There is a great desire to restart and this is a great opportunity for the entire Italian fruit and vegetable supply chain to team up and give new impetus to the sector": the words of Renzo Piraccini, president of Macfrut, the scheduled international fruit and vegetable fair in the Rimini exhibition center from 7 to 9 September next.

The organizational machine of Cesena Fiera, organizer of the event, has never stopped during these months which have seen the presentation of the event in virtual mode in various parts of the world (15 presentations in the last three months), followed by in the next few days those in Colombia (May 18), Chile (May 20) and Peru (May 24). “Paradoxically, the blocking of international travel proved to be a great opportunity to create a large number of virtual presentations - continues Piraccini -. It would have been unthinkable, in fact, to carry out such a massive amount of events around the world in such a short time frame”. And this is one of the aspects that will characterize the next edition of Macfrut: the encounter between the virtual mode and the one in the presence of which there is a great desire as a signal of a return to "normality". “This situation has put the importance of human contacts back at the center, the need to resume relationships in presence. Over a year and a half of detention is a very long period. This is why Macfrut represents the ideal opportunity for a resumption of these relations given the reopening of the exhibition activity and the return of travel following the massive vaccination campaign ”.

The ace in the hole is called Macfrut Special Edition, an innovative format that brings together the know-how of 37 trade fair editions for professionals in the sector, with the pioneering experience of the web successfully tested in the first edition of Macfrut Digital.

“We are the only ones to have created a real digital fair dedicated to fruit and vegetables, with Macfrut Digital. Not a marketplace but three days dedicated to sector business on a virtual platform. Now, we put this experience at the service of everyone, integrated with the event in presence. Perhaps the great horizontal fairs have had their day and area events will develop that know how to combine physical presence with the digital one for the connection with distant countries. It is too early to draw conclusions, however the signals that we receive point in this direction. Macfrut 2021 is a great opportunity in this direction”, concludes the president.

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EFA News - European Food Agency
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